Loops are the things that companies do over and over again. Business as usual. Business as boring. Every business has loops. Some are driven by fear, some by tradition, some by distraction, some by lack of awareness or industry convention. Loops affect how we think, how we work, how far we venture and how we seek to make change. In the process, they stifle creativity. The secret to breaking those loops, and achieving astonishing innovation, is unthinking.